What Are Qualitative Insights?

Qualitative means to explore the essence of things through non-quantitative means. Its concept corresponds to quantitative. Qualitative means can include observations, experiments, and analysis to examine whether the research object has one or more attributes or characteristics and whether there is a relationship between them.

Qualitative research is a way for researchers to define or deal with problems. It is a market research method that reveals the nature of things. In layman's terms, it is a thorough study of consumer perceptions and further exploration of why consumers are one way or another. If quantitative research addresses the "what" problem, then qualitative research addresses the "why" problem.

Generally, as a new product, planners face a lot of confusion before going on the market. For example, to whom should it be sold, what are the benefits of its products, whether consumers need these benefits, how much are they willing to spend to buy these benefits, what do consumers think of this new product, and will they like it? This packaging, style ... why? So many questions cannot be solved by planners having a meeting in the office, surfing the Internet, or slap their heads. Only through well-controlled qualitative research can correct answers to these questions be obtained.